The penetration of mushrooms

Published on

January 14, 2025

Collection of dried mushrooms in wooden box

Contributors

Nick Morgan

Founder and managing director

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Mushroom-based innovation: which product categories are using mushrooms the most?

One data insight we were keen to answer when reviewing the amount of activity in mushroom based innovation was which product categories use mushrooms most frequently.

Regional analysis: Europe vs. North America

There are two charts shown; the first for Europe, the second for the US & Canada. Both emphasise that mushrooms are used extensively in all brain related categories. This is to be expected.

The rise of mushrooms in superfood powders

However, for both geographies, mushrooms has a high prevalence in superfood powders, whether added to a greens powder or being part of a superfood adaptogen blend.

Emerging tends: women's health & pre-workout products

There is also the emergence of mushrooms in women's health and pre-workout products.

Future potential for mushrooms in product innovation

Put simply, there is continued scope for mushrooms to penetrate any type of category or product.

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Mushroom use across product categories: Europe

Chart showing mushrooms use across product categories in Europe

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Mushroom use across product categories: US & Canada

Chart showing mushrooms use across product categories in Europe

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